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PEER-TO-PEER MUSIC DOWNLOAD vs. DIGITAL MUSIC SERVICES: A STUDY OF CONSUMPTION AND USAGE BEHAVIOR WITHMODIFIED THEORY OF PLANNED BEHAVIOR (Paperback)

Simon G. M. Koo

ISBN 10: 3639119274 / ISBN 13: 9783639119275
Editorial: VDM Verlag, Germany, 2009
Nuevos Condición: New Encuadernación de tapa blanda
Librería: The Book Depository EURO (London, Reino Unido)

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Language: English. Brand new Book. In recent years, popular channel to obtain recordalbum has been shifted from purchasing Compact Discto downloading MP3. In fact, Digital Music Service,the industry that sells MP3 songs, has seentremendous successes and is making hundreds ofmillions of dollars every year. However, fewattempts have been made to understand the consumptionbehavior of this newly emerged industry because ithas its own characteristics that made otherbehavioral models inapplicable to it.In this study, we surveyed college students on theirsubscription behavior for Digital Music Service. Amodified Theory of Planned Behavior (TPB) model wasused as the framework. This new model incorporatesthe Technology Acceptance Model and a new construct,the perceived quality of service, to the original TPBmodel. Based on the survey results, the presentstudy depicts a model that explains the subscriptionbehavior and identifies that subject norm has themost significant effect on the intention tosubscribe. Also, features that potential subscribersfound important are revealed. The results providemarketing implications for Digital Music Serviceprovider, and open a direction for future studies. N° de ref. de la librería KNV9783639119275

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Detalles bibliográficos

Título: PEER-TO-PEER MUSIC DOWNLOAD vs. DIGITAL ...

Editorial: VDM Verlag, Germany

Año de publicación: 2009

Encuadernación: Paperback

Condición del libro: New

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In recent years, popular channel to obtain record album has been shifted from purchasing Compact Disc to downloading MP3. In fact, Digital Music Service, the industry that sells MP3 songs, has seen tremendous successes and is making hundreds of millions of dollars every year. However, few attempts have been made to understand the consumption behavior of this newly emerged industry because it has its own characteristics that made other behavioral models inapplicable to it. In this study, we surveyed college students on their subscription behavior for Digital Music Service. A modified Theory of Planned Behavior (TPB) model was used as the framework. This new model incorporates the Technology Acceptance Model and a new construct, the perceived quality of service, to the original TPB model. Based on the survey results, the present study depicts a model that explains the subscription behavior and identifies that subject norm has the most significant effect on the intention to subscribe. Also, features that potential subscribers found important are revealed. The results provide marketing implications for Digital Music Service provider, and open a direction for future studies.

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